Online crowdfunding platforms offer a valuable channel to raise funding for various philanthropic causes, and fundraisers need to understand how to present campaign appeals to motivate charity giving decisions. This study examines the relationship between multi-modal emotion expression in campaign messages and charity crowdfunding success. Specifically, we explore the interaction of two modalities, including the visual modality expressed through beneficiaries' face images and the verbal modality expressed through text descriptions. Using data collected from a leading charity crowdfunding platform, we find superiority of the verbal modality to the visual modality of emotion expression in explaining crowdfunding campaign success. In addition, emotion consistency between visual and verbal modalities helps mitigate the failure of online charity crowdfunding campaigns, suggesting a congruency effect. This study offers a new theoretical understanding of the role of multi-modal emotion expression in online charity crowdfunding campaigns and practical guidance on the design of effective campaign messages.

在线众筹平台为各种慈善事业筹集资金提供了宝贵的渠道，筹款人需要了解如何提出竞选呼吁以激励慈善捐赠决策。本研究探讨了活动信息中的多模态情感表达与慈善众筹成功之间的关系。具体来说，我们探讨了两种模态的相互作用，包括通过受益人的面部图像表达的视觉模态和通过文本描述表达的语言模态。使用从领先的慈善众筹平台收集的数据，我们发现在解释众筹活动的成功方面，口头形式优于情感表达的视觉形式。此外，视觉和口头形式之间的情感一致性有助于减轻在线慈善众筹活动的失败，这表明了一致性效应。本研究为在线慈善众筹活动中多模态情感表达的作用提供了新的理论理解，并为有效的活动信息设计提供了实践指导。